Sash founded Principle Design in 2008 and has been at the helm, as Creative Director, ever since. He takes pride in the studio’s purpose to design with principle. More recently, he also co-founded Principle of Hospitality, helping to connect the hospitality industry through storytelling. Sash believes that great design cannot happen without passion, knowledge, and persistence — three qualities he possesses in abundance. He continues to be inspired by his formative design experience working under Milton Glaser and Michael Beiruit of Pentagram Design. They instilled within him a deep-seated value for designing with purpose. Sash mixes creativity with design thinking to instil brand confidence for small, medium, and large companies, understanding the different needs for each. Sash is strategy focused and knows how to ask the right questions to grow your business and move your brand forward.

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As Design Director, Emma is a strong leader who knows how to get the best out of her team. Her design career began in the late 1990s, cutting her teeth creating websites at the beginning of the dot-com boom, working with clients to bring their brands into the digital realm for the first time. Hailing from an international design background, Emma is equipped with a wealth of knowledge and experience, and her multi-disciplinary design versatility pays testament to this. Her strategic insight is unparalleled and her creativity knows no bounds, in both branding and digital. When the time comes to evolve your business, you want Emma in your corner.

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Tish works in marketing and sales. Her expertise comes from a deep understanding of target markets, with a focus on marketing strategy and insights. Tish is fine-tuned to her clients’ needs, helping them find answers, including to the questions they didn’t think to ask! Her humanistic approach to relationship building and thoughtful client management has resulted in many strong partnerships at PD, helping to deliver more creative and impactful brands.

As Marketing Coordinator, Bella manages internal and external communication initiatives. Her background in social media design and strategy brings an edge to the studio, ensuring efficiently developed, creatively fine-tuned, social media assets that perform in their market. Bella recognises the high demand for frequent social media sharing and accommodates with well-thought out calendars and defined content pillars to effectively optimise algorithms. Her true love lies in the written word, she compliments new brand identities with a clear tone of voice and strong narratives, informed by a deep understanding of specific industry needs. Bella is wise beyond her years, always willing to take on a new challenge, and does so with exuberance.

As Studio Manager, Thao acts as an anchor for the team — she ensures that, while our ideas may be high flying, we always remain grounded. She knows the studio like the back of her hand and is across every project, task, and milestone. Thao is the go-to person for schedules, timelines, budgets, and ensures all deadlines are met (and to the highest standards). Having mastered the delicate balancing act of tending to the needs of both staff and clients, Thao makes the lives of everyone who interacts with her a little bit easier, and a little bit brighter.

Norman’s creativity extends beyond design, also covering research, strategy, and intent. His multi-disciplinary background, working with both small and large brands, has given him the breadth of experience to design with the right audience in mind. Although his skills span across mediums, his work in the digital sphere — in both strategy and design — is where he shines brightest. Norman knows how to identify and evolve a brand story worth telling and will always offer inspired solutions.

As a Design Strategist, Sharna creates meaningful brand identities that effectively connect businesses to their audiences. Her background in industrial design means she is a pragmatic designer, seeing beyond just the logo and conceptualising brands in all their forms. She sets herself apart in the studio as our motion styling guru, strategising bespoke animations that perpetuate the visual identity of a brand. Working closely with the marketing team, Sharna offers a designer’s eye and communicates her expertise – helping to deliver unique and premium social media services. No matter what is thrown her way, Sharna will always find the best solution, her creativity truly knows no bounds. When she’s not solving design problems, she is drawing or in nature — often with a cold glass of dry white wine in hand.